11.
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Was macht eine DSP?
Read
Find all of the available
advertising opportunities
(76+ exchanges & other
media opportunities)
Analyse:
Sort through inventory to find
the best fit for advertisers
(Matches the criteria set by the
trading desk)
Buy:
RTB or Pre-Agreed Deals
to secure the ad space
(For example a deal could be
programmatic guaranteed)

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Audiences einfach targeten
Use what you know about your customers to reach them with
the right message and exclude current customers to only reach
new customers.
DMP
audiences
Floodlight Tag
remarketing
3rd Party
audiences
Google
audiences
Campaign Based
Audiences

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USP: Google Daten!
Ordered season
tickets this morning
Checks Seattle Seahawks
scores every week
Watches player
interviews each week
Catches up on football news
every few days
Looking for new
Seahawks gear

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1st Party Audiences
Use what you know about your customers to reach them with
the right message and exclude current customers to only reach
new customers.
DMP
Audiences
Floodlight Tag
Remarketing
CRM
Audiences
Campaign Based
Audiences

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1st Party: CRM remarketing mit GA360
1 2 3 4
Google and CRM IDs
are captured at the
same
time online
CRM Data is stored
in the CRM system
CRM data is then
passed
to Google via a feature
called ‘Data Import’
CRM Data and
Google data is
matched and visible
within the Analytics
360 UI

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DV360 als DMP nutzen
Combined Audience Builder
Create custom combinations between your 1st party, Google
data and/or 3rd party lists that you’ll be able
to save and easily reuse across campaigns
Campaign Activity Audience Builder:
Easily reach users who engaged with advertising campaigns
by creating audience lists using dimensions that have never
been available for audience creation before
Audience Profile Analysis
Understand what your 1st party audience behavior
and/or interests are, based on all datasets available
Audience Frequency Cap
Easily control the frequency of exposure for a given
user, across campaigns, deal and inventory types

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Geography targeting
Target 1km within
store locations
➔ Target users near to a store
➔ Change creative elements to be
more relevant to the users location
➔ Deliver offers to those near a store
to encourage offline purchase
Proximity
Tailor ads by region or
geographic area
Regional
Use geolocation data with targeting to:
Oxford
Street

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Real-Time Optimierung
Real Time Bidding Over 40 signals Precision at Scale Efficiency
Display & Video 360 sets a
bid for every auction based
on a user’s likelihood to take
the action of interest (click,
convert, install, view etc.)
Display & Video 360
considers over 40 signals
when determining the bid -
both individually and the
intersection of those signals!
Scale globally, across all
devices and millions of
publishers while achieving
your business goals
Drive more conversions for
your business at the same or
better ROI and save time on
manual optimization

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Ok cool, aber wie funktioniert das eigentlich?
The Automated Bidding solutions of Display & Video 360 use over 40 signals to ensure the right bid is
being calculated for every impression! Here an overview of some of the signals considered.
Audience Content Creative Technology
User list ID
1P user list recency
Geo
Age
Gender
Time of day
Day of week
Website
App
Exchange
Environment
Creative type
Creative ID
Device type

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Ad Serving
/Ad səːvɪŋ/
noun
The core of programmatic ad buying that both serves engaging creative
to the user, while recording data that can be measured and fed back into
marketing strategy.

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Advanced measurement
Viewability
How much of my ad was
seen did it have visibility
/ audibility
Unique Reach
Measure Unique Reach
holistically across
entire digital buy
Cross Device
Track and report on activity
across all devices
Audience & GPRs
Were my ads seen by my
target audience?
Monitor Fraud
Was my ad seen by a human
and not bot traffic?
Verification
Was my ad seen in the
right context

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Viewability
What is our solution?
ActiveView
Measure the amount of ads viewable, as a percentage
of the total ads
ActiveView+
13 supplementary metrics to assess audibility and visibility
(e.g ime on Screen, Audio & Video on at completion)
What is classed as viewable?
(IAB 2017)
Display
50% of ad in view for at least 1 second
Video
50% of ad in view for at least 2 seconds

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Wie funktioniert Analytics 360?
User visits a
site or app
Analytics 360 code fires, first party
Analytics 360 cookies are read / written
to the browser and a hit is sent to the
Google servers
Data can be exported for
reporting and dashboards
Raw hit level data
sent to cloud
Further analysis in
BigQuery
Data is processed and
aggregated and shown in
the Analytics 360
interface

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Erstelle individuelle + interaktive Reportings
It allows collaboration across
teams and makes it easy to share
reports for those who need them
across the business organisation.
Data Studio funnels information
from various sources into visually
compelling and interactive reports
that update in real-time.
Funnels Information Collaboration

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Teilen leicht gemacht
With Data Studio you can grant sharing
access to specific people, teams or your
whole organisation – you have total control
over who views your information.
You can even control sharing to just the
report or choose to allow access to the
underlying data source too.

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Einfach zu bedienen
Quick setup
Your Analytics 360 data and a single
line of code on a website is all you
need to begin experimenting.
No coding required
Build new experiments using
a visual editor.

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Search Ads 360 hilft uns...
Automate Campaign
Management
Set up, optimise, manage, and tweak
and edit your search campaigns across
all of your search engines
in one place, and at scale.
Use Advanced
Optimisation Tools
Automate bidding, budget management,
structural changes, event triggered
changes and more in a single platform.
Access Reporting
& Insight at Speed
Get access to search data and site
conversion data in near real time,
and report on performance at
scale or in granular detail.

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Automatisierung ausbauen
Automate regular tasks – from keyword
creation and ad copy changes to inventory
management, across all markets, languages
and search engines.
Manage across Google Ads, Bing Ads, Yahoo!
Japan and Baidu, with reporting across
additional engines and social channels.
Our adaptive learning features, powered
by machine learning, are always on and
working for you 24/7.

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Custom campaign management: Business Daten!
Your Data Input your business data including promotions schedule, product prices and more
Automation Save time with features such as rules, formula columns and filters
Results Achieve better ROI with optimal bids that take into account your business data
Attached data is useful in rolled-up reports and automation

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Smart Bidding mit Search Ads 360
Leverage machine learning capabilities to rapidly
analyze millions of signals and variables and
proactively adjust bids.
Monitor the performance of keywords and
product groups
Adjust bids to achieve the highest number of
conversions, the greatest amount of revenue, the
best position, or highest number of clicks your
campaign budgets allow.

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Wie funktioniert Smart Bidding?
Identifies the similarities between all keywords and product groups based on features
of the entity (landing page, keyword semantic, creative, account organization, labels, etc)
Allows the long tail of keywords and product groups (where data is sparse) to learn
from the performance of the head terms
Makes it easier to detect and use time-based signal information like external signals
(sales calendars, weather, stock market) and cyclical patterns (weekly, seasonal, holidays)
1
2
3

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Optimieren Sie Ihre Business Goals!
Performance
Visibility & Brand
Budget
And automate the bid
management of your Mobile, Geo
and RLSA modifiers.
Optimize bids, budget caps and bid adjustments
toward your budget goals
Combine a CPA goal with a monthly budget to deliver the
highest volume or best CPA based on your budget.
Takes into account day of week and seasonality.
Optimize bids towards a desired auction position
or visibility based goal.
Optimize towards auction position, and in the near future
impression share and viewability goals rather than purely an
average position in the search engine results page
Optimize bids towards predetermined goals such
as ROI, ERS, Revenue.
Set the Smart Bidding to either optimise to the most
conversions within a budget, or a CPA/ROI.